nuud care
nuud care is a Netherlands-based DTC natural deodorant brand selling vegan, aluminum-free micro-silver and zinc-oxide deodorants directly to consumers across 150+ countries and through six major European retail chains. Founded in 2017 and bootstrapped, it serves health- and sustainability-focused consumers globally.
- Company typePrivate
- Founded2017
- HeadquartersUtrecht, Netherlands
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What nuud care does
nuud care is a Netherlands-based direct-to-consumer natural deodorant brand founded in 2017 by Martijn van Seters and headquartered in Amsterdam (registered as Nuud B.V.). The company sells 100% natural, vegan, aluminum- and baking-soda-free deodorants that prevent body odor by inhibiting odor-causing bacteria on the skin's microbiome using micro silver (99.9% pure metallic silver) and zinc oxide, rather than blocking sweat or masking odor with fragrance. The product portfolio spans cream formats (Starter, Smarter, Family packs in 15–80ml sizes) and stick formats (fragrance-free plus botanical scents including Lime x Bergamot, Rosemary x Geranium, Orange x Ginger, and limited-edition Daylight Burst and Golden Breeze), packaged in sugarcane bioplastic tubes; accessories include a tube squeezer (Squeezy) and a biodegradable application timer (Timey). The formula is claimed to be approximately 15x more concentrated than conventional deodorants, providing 48–72 hours of effectiveness per pea-sized application and lasting 6–9 months per tube. Certifying bodies include NCS Vegan, rePurpose Global (plastic negative, 2x recovery), Deutsche Post GoGreen (CO2 neutral shipping), and Derma Consult (dermatologically approved on 50 sensitive-skin participants with zero reactions).
The business operates a hybrid DTC-and-wholesale model. Direct sales run through eight country-specific Shopify storefronts (nuudcare.com, .us, .co.uk, .nl, .de, .it, .fr, .es) with free worldwide shipping to 150+ countries, supported by a "Never Without nuud" subscription offering 10% recurring discounts and 1–5 month delivery cadence, plus the Happy Plan loyalty and referral program. Wholesale distribution covers six major European retail chains: DM Drogeriemarkt (Austria), Holland & Barrett (UK/Netherlands), Lyko (Netherlands), Manor (Switzerland), Druni (Spain), and Rossmann (Germany), accessed via a dedicated wholesale portal (register.nuudcare.com). Marketing is digital-led through content, email, Instagram, Facebook, SEO, and Judge.me verified reviews (2,488 reviews, 4.88/5 average, 1,524 Diamond Verified badges). The company is bootstrapped, with 1–10 employees, no disclosed external funding, and a self-reported cumulative usage metric of 4.57M+ "armpits." Product development history includes a 2024 reformulation of the cream deodorant and 2025 expansion of the stick scent portfolio.
nuud care firmographics
Firmographics- Name
- nuud care
- Legal name
- Nuud B.V.
- Website
- https://nuudcare.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- nuud care is a Netherlands-based DTC natural deodorant brand selling vegan, aluminum-free micro-silver and zinc-oxide deodorants directly to consumers across 150+ countries and through six major European retail chains. Founded in 2017 and bootstrapped, it serves health- and sustainability-focused consumers globally.
- Ownership category
- akta.pro rank
nuud care industry classification
Industry- Product category
- Natural Personal Care Deodorants
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Deodorants & Antiperspirants (CRADANAA)
- akta.pro secondary industry
- Men’s Deodorants & Antiperspirants (CRABAGAG)
Keywords
Where nuud care is headquartered
LocationHeadquarters
- HQ city
- Utrecht
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
nuud care business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: nuud generates revenue primarily through direct-to-consumer sales of their natural deodorant products. Products are sold in various formats including cream tubes (Starter, Smarter, Family packs) and stick formats with multiple scent options. The company offers subscription services (Never Without nuud) providing recurring revenue with a 10% discount for subscribers.
- One-Time Product Purchases: Customers can purchase individual products or bundles at fixed price points. Volume discounts are available for multi-unit purchases (2-4 units), with savings ranging from 3% to 9%.
- Wholesale/B2B: nuud sells through wholesale channels to retail partners including DM, Holland & Barrett, Lyko, Manor, Druni, and Rossmann. They maintain a wholesale portal for business partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Starter Pack (15ml) - Entry-level product |
| Subscription | Monthly | Smarter Pack (2x20ml) - Mid-tier value pack |
| Subscription | Monthly | Family Pack (4x20ml) - High-volume household pack |
| Unit Pricing | Pay-as-you-go | The Stick (45g) - Solid format deodorant |
| Unit Pricing | Pay-as-you-go | Scented Sticks (45g each) - Fragranced variants |
| Subscription | Monthly | Never Without nuud Subscription Service |
Go-to-market motion1 record
Distribution channels8 records
Marketing channels7 records
nuud care product offering
Product offeringCore offering
nuud care manufactures and sells 100% natural, vegan deodorants that prevent body odor for 48-72 hours per application using micro silver and zinc oxide as active ingredients, available in cream and stick formats. The products are sold direct-to-consumer through country-specific e-commerce websites and distributed via major European retail chains, with the formula packaged in sugarcane bioplastic tubes as part of the brand's plastic-negative sustainability positioning.
Product overview
nuud care offers a portfolio of 100% natural, vegan deodorant products that prevent odor for days at a time using microsilver and zinc oxide as active ingredients. The product line consists of two main formats: cream deodorants (available in Starter Pack 15ml, Smarter Pack 2x20ml, and Family Pack 4x20ml) and stick deodorants (available in fragrance-free and various botanical scents including Lime x Bergamot, Rosemary x Geranium, Orange x Ginger, Daylight Burst, and Golden Breeze). The company also offers combination bundles (Fresh Combos), accessories (Squeezy tube squeezer and Timey timer), a subscription service (Never Without nuud) offering 10% off regular deliveries, and a loyalty program (Happy Plan). All products are aluminum-free, baking soda-free, and feature sustainable packaging made from sugarcane bioplastic. The company is plastic negative certified and ships CO2 neutrally.
Differentiator
Problem solved
Functional benefit
Products and services
- Starter Pack (Cream Deodorant 15ml) Entry-level 15ml tube of 100% natural, vegan cream deodorant with 9 ingredients (71% organic), providing 7-8 weeks of freshness with 72-hour effectiveness per pea-sized application every other day. Targeted at first-time individual buyers.
- Smarter Pack (Cream Deodorant 2x20ml) Two 20ml tubes of 100% natural, vegan cream deodorant (71% organic), providing 4-5 months of freshness with 72-hour effectiveness. 25% cheaper per unit than the Starter Pack.
- Family Pack (Cream Deodorant 4x20ml) Four 20ml tubes of 100% natural, vegan cream deodorant in different colors for easy identification by multiple users, providing 9 months of freshness for 2-4 people with 72-hour effectiveness. 42% cheaper per unit than the Starter Pack.
- The Stick (Fragrance-Free Stick Deodorant 45g) 45g fragrance-free stick deodorant made with coconut oil and corn starch, containing microsilver and zinc oxide as active ingredients. Provides 6-7 weeks of freshness with 48-hour effectiveness.
- Lime x Bergamot Stick (Botanical Stick Deodorant 45g) 45g botanical stick deodorant with essential oils of lime and bergamot. 100% natural with 39% organic ingredients, providing 6-7 weeks of freshness with 48-hour effectiveness.
- Rosemary x Geranium Stick (Botanical Stick Deodorant 45g) 45g botanical stick deodorant with essential oils of rosemary and geranium, creating a fresh, aromatic blend with grounding herbal and floral tones. Provides 6-7 weeks of freshness with 48-hour effectiveness.
- Orange x Ginger Stick (Botanical Stick Deodorant 45g) 45g botanical stick deodorant with orange and ginger essential oils, creating an energizing blend. Provides 6-7 weeks of freshness with 48-hour effectiveness.
- Daylight Burst Stick (Limited Edition 45g) Limited edition 45g stick deodorant with a fruits-meets-flowers scent profile featuring melon, lychee, jasmine, amber and sandalwood. 100% allergen-free. Provides 6-7 weeks of freshness with 48-hour effectiveness.
- Golden Breeze Stick (Limited Edition 45g) Limited edition 45g stick deodorant with a bright and spicy scent profile featuring grapefruit, pink pepper, ginger, magnolia, neroli, amber and patchouli. Provides 6-7 weeks of freshness with 48-hour effectiveness.
- Adventure Stick 2 Pack (Bundle) Bundle of two 45g sticks: one fragrance-free and one Lime x Bergamot. Provides approximately 13 weeks of freshness. 100% natural with 41% organic ingredients and 48-hour effectiveness.
- Fresh Combos (Cream + Stick Bundles) Bundles combining cream deodorant packs with sticks at discounted prices, reducing shipping costs and providing format variety. Available in Starter Pack + Stick, Smarter Pack + Stick, and Family Pack + Stick combinations.
- Squeezy (Tube Squeezer Accessory) Tube squeezer accessory made from 100% recyclable corn bioplastic, designed to help users fully empty nuud cream deodorant tubes.
- Timey (Application Timer Accessory) 3D-printed application timer made from biodegradable corn oil material that helps users track when they last applied nuud.
- Never Without nuud (Subscription Service) Subscription service providing automatic recurring delivery of nuud products at customer-chosen intervals (1-5 months cycles) with a 10% discount on all products and no shipping costs.
Quantifiable outcome
- 4,570,000+ armpits chose nuud
- +5 more outcomes
Companies that use nuud care
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
nuud care technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
nuud care partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, major and minor.
- rePurpose GlobalcorePartnership for plastic negative certification. rePurpose Global verifies that nuud recovers twice the plastic from nature than is used in their entire production process. This partnership enables nuud's plastic-negative positioning and sustainability claims.
- Deutsche Post (GoGreen)coreGoGreen program for carbon offsetting. Deutsche Post verifies and compensates 100% of CO2 emissions from nuud's worldwide shipping through certified climate protection projects.
- Derma ConsultcoreGerman dermatological testing facility that conducted skin compatibility testing for nuud. 50 participants with sensitive skin showed zero reactions, providing scientific backing for nuud's skin-friendly claims.
- DM DrogeriemarktmajorAustrian retail chain operating drugstores across Austria. Stocks nuud products for in-store purchase, extending nuud's physical retail presence in the DACH region.
- Holland & BarrettmajorUK and Netherlands-based health and wellness retailer. Stocks nuud products in stores and online, providing access to health-conscious consumer base.
- LykominorDutch beauty and personal care online and physical retailer. Carries nuud products for the Dutch market.
- ManorminorSwiss premium department store chain. Stocks nuud in personal care sections for Swiss consumers.
- DruniminorSpanish perfume and cosmetics retail chain. Stocks nuud natural deodorant for Spanish consumers.
- RossmannmajorGerman drugstore chain with widespread retail presence. Stocks nuud products across German stores, providing mass market access in Germany's largest drugstore market.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
nuud care competitors and assessment
Company assessmentBroad incumbents
- Dr. Bronner's: Established natural-ingredient personal care company with a small organic deodorant line alongside its core soaps. Comparable to nuud on the natural, vegan, organic positioning and DTC plus natural-channel retail mix, though deodorant is a peripheral category for Dr. Bronner's.
- Weleda: Large European natural personal care and deodorant brand with Natrue-certified products sold through drugstores and health retailers. Overlaps with nuud in European drugstore distribution (DM, Rossmann, H&B) and natural-ingredient positioning.
Direct peers
- Lume: U.S.-based natural deodorant brand built around whole-body odor control with a strong DTC and subscription motion and aggressive content marketing. Direct competitor to nuud on aluminum-free positioning and long-lasting effectiveness claims.
- Native (Procter & Gamble): Direct-to-consumer-born aluminum-free deodorant brand acquired by P&G, with rapid U.S. mass-market retail expansion. Competes with nuud on the same natural deodorant promise, scent variety, and subscription mechanic, but with vastly greater marketing budget.
- Salt of the Earth (Crystal Spring): UK-based maker of Crystal mineral salt deodorants and roll-ons — a long-established natural deodorant brand competing with nuud in the same aluminum-free, sensitive-skin segment through health-food and drugstore retail.
- Each & Every: Clean, aluminum-free deodorant brand selling essential-oil-based sticks and creams with strong natural ingredients positioning. Overlaps with nuud in target customer (eco-conscious, sensitive-skin), ingredient transparency messaging, and DTC/retail distribution.
- AKT London: Premium UK natural deodorant in cream and balm formats, positioned as a luxury aluminum-free alternative. Closely comparable to nuud in format, premium price point, and European beauty/retail distribution.
- Pit Liquor: U.S. natural deodorant brand with alcohol-free, plant-based formulation similar to nuud's ingredient philosophy. Direct competitor on the functional natural deodorant promise with overlapping target customer and DTC-first go-to-market.
- Schmidt's Naturals (Unilever): One of the most recognized natural deodorant brands, founded in Portland and now owned by Unilever. Directly competes with nuud in aluminum-free, baking-soda-free deodorant sold through natural/grocery retail and DTC; offers comparable subscription model and cream/stick formats.
Emerging players
- Wild (Mighty): UK-based natural deodorant and refillable personal care brand with strong DTC growth and refill model. Comparable to nuud in aluminum-free positioning and European consumer base, with a more developed sustainability/refill narrative.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
nuud care social profiles
Digital presencenuud care compliance and trust
Trust signalCompliance4 records
nuud care financial estimates
Financial estimateRevenue estimate
Valuation estimate
nuud care leadership team
Management profileNumber of profiles
Profiles1 record
nuud care funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
nuud care M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about nuud care
What does nuud care do?
nuud care manufactures and sells 100% natural, vegan deodorants that prevent body odor for 48-72 hours per application using micro silver and zinc oxide as active ingredients, available in cream and stick formats. The products are sold direct-to-consumer through country-specific e-commerce websites and distributed via major European retail chains, with the formula packaged in sugarcane bioplastic tubes as part of the brand's plastic-negative sustainability positioning.
Is nuud care a public or private company?
nuud care is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was nuud care founded?
nuud care was founded in 2017. It employs 1 to 10 people.
Where is nuud care based?
nuud care is headquartered in Utrecht, Netherlands, in the Europe region.
How does nuud care make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are one-Time Product Purchases and wholesale/B2B.
Who are nuud care's main competitors?
Broad incumbents on record are Dr. Bronner's and Weleda. Direct peers are Lume, Native (Procter & Gamble), Salt of the Earth (Crystal Spring), Each & Every, AKT London, Pit Liquor and Schmidt's Naturals (Unilever). Wild (Mighty) is listed as an emerging player.
Does nuud care have an API?
No public API is recorded for nuud care.
What industry is nuud care in?
nuud care's product category is Natural Personal Care Deodorants. Its primary akta.pro industry code is CRADANAA, Deodorants & Antiperspirants, with a secondary code of CRABAGAG, Men’s Deodorants & Antiperspirants. Its NAICS code is 32561 and its SIC code is 2844.